I came across a shoe polish brand that has a similar name to my website, Kiwi. Of course with such name there got to be an association with Australia. Indeed it has. The name Kiwi was chosen by the shoe polish inventor, William Ramsay, as a tribute to his wife who is a New Zealander. Kiwi is a dominant shoe polish capturing two-thirds of the market around the world, mainly in the UK and US.

Such a successful company yet still chose sex as their marketing strategy. They say ’sex sells’, but is that true for every product? Check out these hot models beside the shiny polished shoes. Very similar concept to sports cars with hot models…but is it effective for shoe polish?

Kiwi Shoe Polish: For A Dream Polish

Photo Credit: Ads of the World

Photo Credit: Ads of the World

Photo Credit: Ads of the World

Advertising Agency: Grey, Hong Kong
Executive Creative Director: Keith Ho
Creative Directors: Brian Ma, Alfred Wong
Art Directors: Brian Ma, Leo Yeung
Copywriters: Alfred Wong, Tony Chan
Photographer: Lester Lee

   

   

 4 Comments to Kiwi Shoe Polish: For A Dream Polish

2008-10-14 10:09:02
A very large market for Kiwi is the South Asian markets of India, Pakistan and Bangladesh, all old British colonies.

I have serious doubts that these ads will sell Kiwi shoe polish. What is the logic? What is the message?

 
2008-10-19 23:25:12
Hmmm…. very original: use skimpily clad woman in provocative pose to sell…. what? Shoe polish? Like I said, How Original!

 
2008-10-26 07:22:10
First impression is,are the advertiser selling shoe or shoe polish?.It’s more of advertising for a shoe to me.I don’t think this advertisement will work with hot girls.Maybe put the models to work on polishing the shoe is better…..regards :-)

 
2008-11-20 15:03:41
The size of the shoes in the advertisement is enough for one to remember the concept if it shows up again in the future. The shoe polish company could be unconcerned about getting their company noticed as of yet, and more concerned with getting the large shoe concept out now, and later adding more material directed towards the shininess of the shoes.

 
Name (required)
E-mail (required - never shown publicly)
URL
Subscribe to comments via email
You may use <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong> in your comment.
:alien: :angel: :angry: :blink: :blush: :cheerful: :cool: :cwy: :devil: :dizzy: :ermm: :face: :getlost: :biggrin: :happy: :heart: :kissing: :lol: :ninja: :pinch: :pouty: :sad: :shocked: :sick: :sideways: :silly: :sleeping: :smile: :tongue: :unsure: :w00t: :wassat: :whistle: :wink: :wub: